Gaborone: The De Beers Group of Companies announced on Tuesday that it will make a major investment in a holiday marketing campaign to generate increased consumer demand for diamond jewellery during the year-end holiday season.

The additional marketing investment will be made in the US and China, the world’s two leading diamond jewellery markets. The campaign will target men purchasing diamond jewellery as gifts for partners over the holiday period. The campaign will employ a combination of marketing approaches, including a new focus on digital channels to drive demand from the rapidly growing base of users of online and mobile media.

Featuring classic diamond products such as solitaire rings, diamond solitaire necklaces, three stone rings, ear studs and diamond bands, the campaign is intended to deliver a substantial boost to downstream demand over the industry’s key selling season.

The category marketing activity will be in addition to Forevermark’s ‘A Diamond is Forever’ holiday campaign, which will incorporate an exciting new product initiative, to be announced in the coming weeks.

Philippe Mellier, De Beers Group Chief Executive, said: “We are delighted to add these new initiatives to our existing Forevermark activities over the holiday season. This will help to stimulate downstream demand for polished diamonds and create renewed momentum in the diamond sector at a crucial point in the year.”